THE HAT HAS ENTERED THE ACCESSORY FREE ZONE

It now qualifies as a personality enhancer, an anti-establishment tool and a major contributor to attitude altitude. Has anyone noticed that fashion companies are using hats (and fashion labels) to convey a message to consumers? The field is so crowded that manufacturers are packaging attitude (hip and cool are primary ones) to sell products.

Ads are not only depicting a revved up personal persona, but retail stores are giving customers headwear to match their preferred style of cool. Case in point: I stopped by the Ron Jon Surf Shop in Coco Beach, Florida the other day and was pleasantly surprised by their unabashed assortment of headwear. Different style hats were neatly displayed in each section of the store.

The surfer was there (loved Quicksilver, Volcom, Rip Curl, Lost Enterprises), the cowboy was represented, the hipster, the rough- rider, the rebel rouser and the preppie. This 52,000 square foot store is open 24-hours a day, has a congenial staff and lots of fun stuff to buy and play with (rubber football anyone?)

What makes this interesting (and food for thought) is that Starbucks founder Howard Schultz was recently on 60 Minutes discussing his recipe for retail success: “You have to create a sense of entertainment, excitement and electricity.” I agree. It is how you make your customer feel in your store that determines how much he or she will buy, and how often they will return.

And apparently Ron DiMenna understands this theory. There are currently six Ron Jon Stores - they’re in New Jersey, Orange, California, Fort Lauderdale, Florida, Orlando, Key West and Cape Canaveral. We hear there are more stores and entertainment parks on the drawing board.

Because the hat has such far reaching dimensions in today’s youth culture you might want to start cultivating new niche retailers. Just this week Wal-Mart displayed straw Cowboy hats in front of the cash register. Although they were quite inexpensive ($7.50), it was the first time I have ever seen hats placed next to the candy and magazines racks at the check- out counter. (Sort of like M&M’s without the calories, impulse item anyone?)

In honor of this increasing dose of fashion attitude we thought it appropriate to illustrate what’s happening on Madison Avenue these days. Are they selling a lifestyle or a product? You be the judge.

PRADA: THE PURVEYOR OF COOL	THE TECHNICOLOR COOL ZONE
(Does that mean black and white is last years’ message? Color never meant cool)
BALENCIAGA WALKS SOFTLY AND CARRIES A BIG HAT	THERE’S LITTLE GUESSING HOW COOL THE GUESS MAN IS